Location Targeting
Understanding IP and GPS Targeting Methods
This article explains the differences between IP targeting and GPS targeting methods used in digital advertising operations.
IP Targeting
IP Targeting: This method relies on the user’s IP address value to determine their location, which is determined by their ISP (Internet Service Provider).
Should an ISP be based outside of a user’s physical location, the user’s location will resolve to the ISP’s location.
For example, if a user is using a Hamilton ISP and the user is physically in Auckland, their location according to their IP address will resolve to Hamilton even though they are physically in Auckland.
This is why in some cases IP targeted ads will be seen outside of their targeted regions.
GPS Targeting (Apps only)
GPS Targeting (Apps only): This method relies on the user having their location services turned on in their device.
Once enabled, the user’s latitude and longitude values will be available to target within specific regions.
This method is more accurate and flexible and should ensure that the targeted ads serve in the correct place.
Reporting on GPS targeted campaigns may indicate impressions have been served outside of the targeted location. This is because the data that determines the location for reporting is based on IP address values, which is different than the targeting method.